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Overview

Plan. Persuade. Negotiate. Collaborate. Sell! The Art of Influencing and Selling is designed for sales professionals looking to evaluate and improve their powers of persuasion in a business environment. From creating new business with existing clients to creating a new customer base, this book provides a valuable toolkit for developing sales skills and opening up opportunities for business growth.

Topics covered include: the psychology of selling a product or service; the sales pipeline and how to ensure it's realistic; making an effective sales presentation; up-selling, cross-selling, cold-calling and warm calling; effective approaches to prospective customers and clients; how to interrogate a database of contacts to get more sales; how to write effective sales materials; the power of business networking; how to get senior level appointments in your diary and closing a sale and follow up.

Product Details

About the Author

Ardi Kolah is an accomplished author and speaker on sales & marketing and is ranked as one of the top 50 marketing gurus in the world by the Chartered Institute of Marketing alongside Philip Kotler, Seth Godin, Malcolm Gladwell, and Martin Lindstrom. Throughout his career, he has worked extensively with small and medium sized businesses to enhance results from their sales and marketing activities. He is an Advisor to the UK Government’s Business Secretary of State and has also worked with the BBC as a producer/reporter on news and current events.

Table of Contents

About the author ix

Introduction 1

About this book 2

1 Psychology of selling a product or service or yourself 5

The art of persuasion 5

The big issue 6

Trust builder 7

Redefinition of selling 9

Seeing things differently 10

Collaboration is the future of selling 11

Hypnotizing the audience to fall under your spell! 13

2 The sales pipeline and how to ensure it's realistic 17

Introduction 17

Doing business on customers' terms 19

The lead conversion process 28

Real and virtual worlds of prospecting for customers or clients 42

Monitoring the performance of your prospecting efforts 49

3 Up-selling, cross-selling, cold calling and warm calling 63

Introduction 63

The myths about selling 64

Asking the right questions 65

How to build rapport 66

How to apply outcome thinking 68

The art of up-selling 69

How to cross-sell successfully 77

How to cold-call without someone hanging up 79

How to turn a warm call into a sale 85

4 Effective approaches to prospective customers and clients 89

Introduction 89

Six ways to make a lasting impression 90

Understanding the short cuts to getting what we want 95

The art of sales negotiation 96

The future is about collaborating for profit 99

5 How to interrogate a database of contacts to get more sales 103

Introduction 103

Developing a customer, client and supporter database 105

Basic principles of data mining 106

Customer, client and supporter acquisition strategies 109

Using survival analysis to understand customers, clients and supporters 118

Editorial Reviews

"The sheer amount of practical advice on influencing and selling packed into this 'Guru in a Bottle' book must make it a magnum at the very latest. Ardi Kolah nails some of the central issues for all sales and marketing people: the power and central role of emotion in buying decisions, the importance of listening and the need to focus, relentlessly, on your customer. It's a relief to read that I've been doing a few things properly over the years  I still wish I'd had this book from the beginning."  Andy Maslen, author of Write to Sell

"The Guru range of books is all about going back to basics and perfecting the important basic skills as well as refining tried and tested techniques so that you can stay one step ahead of the crowd. There are lots of fresh insights and practical, usable tools which will help you to sell more and better. Some very useful advice here."  Rebecca Harding, The Sun